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Social Media for
 Entreprenuers
       October 28, 2010
         Dave Linabury,
EVP, Group Director Social Media
        Campbell-Ewald




                                   1
The Age of Exabytes

     1 billion
     Gigabytes




                      2
How big is                2010:
                          21 Exabytes
the Internet?             per month
SOURCE: HP




2002:        2008:
Internet =   5 Exabytes
5 Exabytes   per month




                                        3
Social Media
is not a fad




               4
52 %



       5
1% of the Earth’s
population plays
   Farmville

                    6
‣ 66% of businesses plan to
  increase expenditures for social
  media
  —MediaPost Online Media Daily


‣ 65% of journalists turn to social
  media sites such as Facebook and
  LinkedIn, and 52% use Twitter as an
  information source
  —Cision and George Washington University’s MBA for Strategic PR


‣ 80% of companies use LinkedIn as
  their primary means of nding new
  employees
  —Socialnomics09

                                                                    7
Who Owns
Social Media?


                8
‣ PR?

‣ Corporate Communications?

‣ Marketing?

‣ Developers?

‣ IT?

‣ Your Customers?


                              9
It belongs to
everyone. It has to.


                       10
Case Studies:
How is Social Media
Being Used by Major
   Corporations?

                      11
Tahoe Apprentice
‣ Tahoe Apprentice was a contest designed to
  promote the launch of the Chevy Tahoe
‣ Contest ran four weeks and generated 250,000
  entries
‣ Heavy news coverage and ultimately led to one
  of Chevy’s most successful launches in history
‣ Criticized (initially) for negative ads
‣ Now praised as the textbook case of how to do
  consumer-generated media right

                                                   12
13
An Intractable
   Problem
that Prevents
  Recruiting
  Every Year

                 14
Moms.




        15
Mothers have a
biological instinct to
protect their children


                         16
From the Navy,
  apparently.


                 17
Moms don’t want
   to talk to
  recruiters.


                  18
Our Proposal to the Navy:
  ‣ We’ll build an online community for Moms
  ‣ Moms can talk to moms who already have kids
    in the Navy
  ‣ Open-source software to save money
  ‣ All word of mouth to join
  ‣ No Naval interference
  ‣ Short of hate speech, no censorship


                                                  19
The Navy said…



                 20
“That just
sounds risky
as Hell. Sir.”


                 21
Naval requirements to
  Campbell-Ewald
‣ This will be a six month test
‣ No results? We pull the plug
‣ If the results are good, re ne and continue
‣ You get to start the community in the worst
  recruiting area in the country: Boston,
  Massachusetts
‣ If you get results there, we’ll consider going
  national


                                                   22
Our Solution
‣ Ning platform ($50/month)
‣ Creative: A masthead design or three
‣ Minimal engineering time (CSS and a widget or
  two)
‣ Invite in uential moms to populate during the
  soft launch
‣ Pray



                                                  23
Secret Sauce

‣ Googled Navy blogger Moms
‣ Got 40,000 results
‣ Invited 71 moms that had large followings to start the
  community; 67 agreed
‣ The moms added content for 2 weeks
  while construction ensued



                                                           24
25
To say it took off
would be a bit of an
 understatement


                       26
120 ,000+
 Ph  otos
                            1 ,350+
            40 ,000+        G  roups
            Mem  bers




 8 50+                          000+
 Vid eos                     16, s
               0+ E vents     Topic
            15
                                       27
Viviane




                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                               Tina




                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                   Terry




                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                               Regina




                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                           Kimberly




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                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                          Fred




                                                                                                                                                                                                                                                                                                                                                                                                                                                              Katey                          Lila
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                           Marie
                                                                                                                                                                                                                                                                                                                                                                                                                                            Jamie                                                                          Nicole



                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                              SyracuseConnie
                                                                                                                                                                                                                                                                                                                                                                                                                Heather                                                                                                                         Paul Libbey
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                 Carolyn Love




                                                                                                                                                                                                                                                                                                                                                                              Bill
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                               Trish Vosburgh
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                    Barb




      HOW TO READ THIS MAP:
      Social networks consist of two elements:                                                                                                                                                                                                                                                                                                      Chris
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                        Karen              KAREN
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                           GALLAGHER
      nodes and edges.                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                     Super Influencer


                                                                                                                                                                                                                                                                                                                                    Anita
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                   LisaB



      Nodes represent the people communi-
      cating with each other. On this map,
                                                                                                                                                                                                                                   Amber B




      they are represented by colored circles.                                                                                                                                                                           Amber
                                                                                                                                                                                                                                                                                                               Angee
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                        Kay
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                         Patty Cole




                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                           This	
  chart	
  was	
  	
  
      Edges represent the connections be-                                                                                                                                                                  Victoria



      tween the nodes. In other words, who
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                      Navy News
                                                                                                                                                                                                                                                                                                Char
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                        StevesMom




      spoke to whom. Nodes with many                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                          STEVE’SMOM
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                Theresa




      edges (connections) show that person
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                           created	
  when	
  there	
  
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                              Potential Mom
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                              turned Influencer
      clearly reached out to lots of people
                                                                                                                                                                                                                                                     Mary Ellen

                                                                                                                                                                                                                                                                               Helen Martin
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                         Julie                                            MassMom



      and thus had a lot of activity and en-
      gagement; an important measure in
      social media.                                                                                                                                                                                                               Angela Jefferson
                                                                                                                                                                                                                                                                    B. Smith
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                 Larisa Elliot
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                           were	
  only	
  96	
  women	
  
                                                                                                                                                                                                                                                                  Robin
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                 Stacey Melanson
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                           on	
  the	
  site.	
  If	
  we	
  tried	
  
                                                                                                                                                                                                                                                                    Denise
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                  Mary Pat
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                           to	
  map	
  the	
  number	
  of	
  
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                           connec:ons	
  now,	
  the	
  
                                                                                                                     Allison McCann




                                                                                                                                                                                                                                                                          Stephanie Henderson




                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                           slide	
  would	
  be	
  over	
  
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                       Karen80




Ann




                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                           1/4	
  mile	
  square.
                                                                                                                                                                                                                                                                                                Mari
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                      Shirley Foland
       Bridget Ralston




                         Carol Hughes
                                                                                                                                                                                                                                                                                                                             VICKIE HILL
                                                                                                                                                                                                                                                                                                            Vickie Hill      Potential Mom,                                                                                                                                                                                                                                                                                                           Angie
                                                                                                                                                                                                                                                                                                                             highly motivated


                                        Cathy Finch



                                                                                                                                                                                                                                                                                                                                Christine
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                 Ronda




                                                      Chasati Martin



                                                                                                                                                                                                                                                                                                                                                MichelleB
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                  Angela MacLeod                                                                                                                                           Es:mated	
  number	
  of	
  
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                           connec:ons	
  between	
  
                                                                       Chris Johston's Mom
                                                                                                                                                                                                                                                                                                                                                                      Bruce Pennino
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                              Jay Anderson




                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                             Sha'
                                                                                                                                                                                                                                                                                                                                                                                                         Joyce Tuscan Mom
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                             Laurie Owens




                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                           members	
  exceeds	
  
                                                                                             Debbie

                                                                                                                                                                                                                                                                                                                                                                                                                                         Elaine                                                                         Roxann

                                                                                                                                                                                                                                                                                                                                                                                                                                                       Joyce Slabaugh                Sherry Johnson                                 LAURIE OWENS
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                    Navy Mom, Influencer
                                                                                                                                                                                                                                                                                                Kim Mills
                                                                                                      Diana Morris




                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                           1,600,000,000.
                                                                                                                                                                                                                                                                                                                Pat Gibson



                                                                                                                            Diane
                                                                                                                                                                                                                                                                                                                                                                                                                            John's Mom


                                                                                                                                                                                                                                                                                                                                                                                                                                          Lucie Dunn
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                    Maria Figueroa


                                                                                                                                      Kathy                                                                                                                                                                                                                                                                                                                                                                         Brandon's Mom
                                                                                                                                                                                                                                                                                                                                                                             Sharon Simmons




                                                                                                                                                                                                                                                                                                                                                            Rita


                                                                                                                                              Leann Castor



                                                                                                                                                                                                                                                                                                                                                                   Susan J                    Tricia T

                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                              Sue
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                    Melissa
                                                                                                                                                                                                                                                                                                                                                                                                                                                                        Candy Girl

                                                                                                                                                             MaryAnn




                                                                                                                                                                       Melanie




                                                                                                                                                                                 Peggy




                                                                                                                                                                                         Sheila




                                                                                                                                                                                                  Shelly




                                                                                                                                                                                                             Stephanie




                                                                                                                                                                                                                                 Terry Whitney




                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                         28
Sociological Data

‣ A new mom joins the site every 21 minutes
‣ She will post 4.2 personal photos
‣ She will respond to 16 topics
‣ She will watch 11 videos
‣ She will invite four other moms




                                              29
She will change her
mind about the Navy
 on her 8th day as a

   N4M member

                       30
Moms change their
 minds for the same
reason every time…


                      31
They want to
 be proud of
  their kids,
     too.


                32
Results:

‣ We actually got recruits in Boston!
‣ Lowered the cost of recruiting in New England
‣ Changed the Navy’s recruiting script and
  methods forever




                                                  33
What
works?




         34
Know Your Audience




                     35
Content Strategy
                  1                                        2                                         3                                        4                                       5                                      6
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Nullam sodales, nulla et facilisis       Nullam sodales, nulla et facilisis                                                         sed, pede. Morbi at sapien.
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leo vel velit. Aenean aliquam, lacus     leo vel velit. Aenean aliquam, lacus     odio in enim.                                     sodales, nulla et facilisis                                                              7
eu porta suscipit, magna nisi cursus     eu porta suscipit, magna nisi cursus                                                       lobortis, libero enim
leo, in dignissim felis felis ultrices   leo, in dignissim felis felis ultrices   Quisque pede. Cras dui. Sed lobortis              posuere lacus, vitae                                                                Lorem ipsum
urna. Pellentesque accumsan porta        urna. Pellentesque accumsan porta        leo vel velit. Aenean aliquam, lacus              convallis odio in enim.
ipsum. Aenean egestas.                   ipsum. Aenean egestas.                   eu porta suscipit, magna nisi cursus                                                                                                   Lorem Ipsum
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Aliquam erat volutpat. Duis viverra,     Aliquam erat volutpat. Duis viverra,                                                       Sed lobortis leo vel velit.
lectus ultricies ullamcorper             lectus ultricies ullamcorper             Ultrices urna. Pellentesque                       Aenean aliquam, lacus.
sollicitudin, tortor pede semper diam,   sollicitudin, tortor pede semper diam,   accumsan porta ipsum. Aenean
eget commodo nisi sapien at ante.        eget commodo nisi sapien at ante.        egestas.
Praesent tempus interdum dolor.          Praesent tempus interdum dolor.
Vivamus vitae elit non eros              Vivamus vitae elit non eros
elementum cursus. Pellentesque non       elementum cursus. Pellentesque non
augue sit amet tortor vulputate          augue sit amet tortor vulputate
molestie. Suspendisse nec nunc.          molestie. Suspendisse nec nunc.
Donec egestas condimentum                Donec egestas condimentum
mauris. Aliquam vestibulum erat a        mauris. Aliquam vestibulum erat a
dolor. Duis a sem molestie nisl          dolor. Duis a sem molestie nisl
iaculis mattis. Sed tempor aliquam       iaculis mattis.
magna. Nam vitae libero ut sem
fringilla convallis. Suspendisse orci.
Maecenas placerat cursus diam.
Donec ante lectus, hendrerit id,                                                                     1     Longform content, whitepapers, brochures
dictum vitae, condimentum et, nisl.
Suspendisse quis arcu ac felis
ornare commodo. Maecenas
elementum nibh in odio. Nunc mattis
                                                                                                     2     Print length, online articles
ipsum vitae nunc.

In mattis semper lectus.                                                                             3     Blogs, email, landing pages
Pellentesque habitant morbi tristique
senectus et netus et malesuada
fames ac turpis egestas. Fusce
tincidunt nisl vitae lectus molestie
                                                                                                     4     TV, radio scripts
lobortis. Praesent scelerisque blandit
quam. Phasellus sollicitudin quam a
odio. Vivamus id urna.                                                                               5     Mobile, OLA, OLM length

                                                                                                     6     Micro-content like Twitter, Facebook status, FriendFeed, social bookmarks

                                                                                                     7     Calls to action for buttons, links



                                                                                                                                                                                                                                                        36
Develop an Ecosystem
                          FLICKR




  FACEBOOK
                                        COMMUNITY


                         NAVY.COM




                                      YOUTUBE
    MAHALO               SLIDESHARE

             WIKIPEDIA



                                                    37
What doesn’t work?




                     38
It’s not about
numbers; it’s about
 engagement and
  relationships

                      39
ROI is crucial
IOR is even better


                     40
What’s the investment
of posting to Twitter?


                         41
What’s the
  investment of
playing golf with a
      client?

                      42
Or attending a party
  on behalf of the
     company?


                       43
All are crucial.
  None have
measurable ROI.


                    44
Three Requirements
  for Social Media
‣ Time
‣ Bodies
‣ A champion


                     45
Where’s the money?
‣ No one has a new pot of money to use
  for social media
‣ 10% of media budgets are now for
  social media in Fortune 500 companies
‣ Start by replacing your weakest
  media with social media for six months.
‣ See if you (or your customers) miss it.


                                            46
What can I do for
my business?


                    47
Radian6 Interface
     River of                     Source
   News (Live                    Count by
stream of tweets,               Engagement
blogs, comments,                                Topic
 replies, ratings,                            Trends by
       etc.)                                  Sentiment




                                  Tagcloud
                                              Trends
                     Workflow                by Media
                                               Type




                                                          48
Types of Analytics
‣ Share of Talk    ‣ In uencers      ‣ Velocity and
                                       Virality
‣ Share of Voice   ‣ Detractors
                                     ‣ Bounce Rate
‣ Engagement       ‣ Brand Reach
                                     ‣ Conversion
‣ Participation    ‣ Conversationa
                     l Gaps          ‣ Loyalty
‣ Time Spent
  with Brand       ‣ Trends          ‣ Tone
‣ Sentiment        ‣ Topics          ‣ ROI



                                                      49
Gender Analysis


‣ Ambiguous screen
  names

‣ Fraudulent behavior
  ‣ Underage member
  ‣ Dual identities
  ‣ Assumed identity of
    parent/spouse

                             50
1
    Align your efforts
    with your current
    business strategy.



                         51
2
    Ensure your
    entire company
    is on LinkedIn.

    Consistently.
                      52
3
    The Age of Free.
    What can you
    give away?



                       53
4
    Don’t try to be
    everywhere.
    It’s impossible.



                       54
5
    Stop viewing
    this as a tool or
    channel. It’s a
    relationship.


                        55
Less of
 this.




          56
More of
 this.




          57
Reputable Sources
‣ Mashable (mashable.com)
‣ ReadWriteWeb (readwriteweb.com)
‣ Chris Brogan (chrisbrogan.com)
‣ Copy Blogger (copyblogger.com)
‣ Social Media Explorer
  (socialmediaexplorer.com)


                                    58
Thanks, EO!
  Dave Linabury
    @Davezilla
   Davezilla.com
Davezilla@gmail.com

                      59
• Neal Boudette - Choose a medium, drive traf c
  to your content, delegate

• Ken Cauley - manage distributed network of
  bloggers (GURU)

• Hubert Sawyers - integrate with your brand,
  de ne & connect to your audience

• Marisa Smith - Integrate web, Twitter, Blog,
  Facebook, LinkedIn

• Charlie Wollborg - NEWBIES! Create the
  content to attract an audience




                                                  60

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Social Media for Entrepreneurs

  • 1. Social Media for Entreprenuers October 28, 2010 Dave Linabury, EVP, Group Director Social Media Campbell-Ewald 1
  • 2. The Age of Exabytes 1 billion Gigabytes 2
  • 3. How big is 2010: 21 Exabytes the Internet? per month SOURCE: HP 2002: 2008: Internet = 5 Exabytes 5 Exabytes per month 3
  • 5. 52 % 5
  • 6. 1% of the Earth’s population plays Farmville 6
  • 7. ‣ 66% of businesses plan to increase expenditures for social media —MediaPost Online Media Daily ‣ 65% of journalists turn to social media sites such as Facebook and LinkedIn, and 52% use Twitter as an information source —Cision and George Washington University’s MBA for Strategic PR ‣ 80% of companies use LinkedIn as their primary means of nding new employees —Socialnomics09 7
  • 9. ‣ PR? ‣ Corporate Communications? ‣ Marketing? ‣ Developers? ‣ IT? ‣ Your Customers? 9
  • 10. It belongs to everyone. It has to. 10
  • 11. Case Studies: How is Social Media Being Used by Major Corporations? 11
  • 12. Tahoe Apprentice ‣ Tahoe Apprentice was a contest designed to promote the launch of the Chevy Tahoe ‣ Contest ran four weeks and generated 250,000 entries ‣ Heavy news coverage and ultimately led to one of Chevy’s most successful launches in history ‣ Criticized (initially) for negative ads ‣ Now praised as the textbook case of how to do consumer-generated media right 12
  • 13. 13
  • 14. An Intractable Problem that Prevents Recruiting Every Year 14
  • 15. Moms. 15
  • 16. Mothers have a biological instinct to protect their children 16
  • 17. From the Navy, apparently. 17
  • 18. Moms don’t want to talk to recruiters. 18
  • 19. Our Proposal to the Navy: ‣ We’ll build an online community for Moms ‣ Moms can talk to moms who already have kids in the Navy ‣ Open-source software to save money ‣ All word of mouth to join ‣ No Naval interference ‣ Short of hate speech, no censorship 19
  • 21. “That just sounds risky as Hell. Sir.” 21
  • 22. Naval requirements to Campbell-Ewald ‣ This will be a six month test ‣ No results? We pull the plug ‣ If the results are good, re ne and continue ‣ You get to start the community in the worst recruiting area in the country: Boston, Massachusetts ‣ If you get results there, we’ll consider going national 22
  • 23. Our Solution ‣ Ning platform ($50/month) ‣ Creative: A masthead design or three ‣ Minimal engineering time (CSS and a widget or two) ‣ Invite in uential moms to populate during the soft launch ‣ Pray 23
  • 24. Secret Sauce ‣ Googled Navy blogger Moms ‣ Got 40,000 results ‣ Invited 71 moms that had large followings to start the community; 67 agreed ‣ The moms added content for 2 weeks while construction ensued 24
  • 25. 25
  • 26. To say it took off would be a bit of an understatement 26
  • 27. 120 ,000+ Ph otos 1 ,350+ 40 ,000+ G roups Mem bers 8 50+ 000+ Vid eos 16, s 0+ E vents Topic 15 27
  • 28. Viviane Tina Terry Regina Kimberly Karen Davidson Fred Katey Lila Marie Jamie Nicole SyracuseConnie Heather Paul Libbey Carolyn Love Bill Trish Vosburgh Barb HOW TO READ THIS MAP: Social networks consist of two elements: Chris Karen KAREN GALLAGHER nodes and edges. Super Influencer Anita LisaB Nodes represent the people communi- cating with each other. On this map, Amber B they are represented by colored circles. Amber Angee Kay Patty Cole This  chart  was     Edges represent the connections be- Victoria tween the nodes. In other words, who Navy News Char StevesMom spoke to whom. Nodes with many STEVE’SMOM Theresa edges (connections) show that person created  when  there   Potential Mom turned Influencer clearly reached out to lots of people Mary Ellen Helen Martin Julie MassMom and thus had a lot of activity and en- gagement; an important measure in social media. Angela Jefferson B. Smith Larisa Elliot were  only  96  women   Robin Stacey Melanson on  the  site.  If  we  tried   Denise Mary Pat to  map  the  number  of   connec:ons  now,  the   Allison McCann Stephanie Henderson slide  would  be  over   Karen80 Ann 1/4  mile  square. Mari Shirley Foland Bridget Ralston Carol Hughes VICKIE HILL Vickie Hill Potential Mom, Angie highly motivated Cathy Finch Christine Ronda Chasati Martin MichelleB Angela MacLeod Es:mated  number  of   connec:ons  between   Chris Johston's Mom Bruce Pennino Jay Anderson Sha' Joyce Tuscan Mom Laurie Owens members  exceeds   Debbie Elaine Roxann Joyce Slabaugh Sherry Johnson LAURIE OWENS Navy Mom, Influencer Kim Mills Diana Morris 1,600,000,000. Pat Gibson Diane John's Mom Lucie Dunn Maria Figueroa Kathy Brandon's Mom Sharon Simmons Rita Leann Castor Susan J Tricia T Sue Melissa Candy Girl MaryAnn Melanie Peggy Sheila Shelly Stephanie Terry Whitney 28
  • 29. Sociological Data ‣ A new mom joins the site every 21 minutes ‣ She will post 4.2 personal photos ‣ She will respond to 16 topics ‣ She will watch 11 videos ‣ She will invite four other moms 29
  • 30. She will change her mind about the Navy on her 8th day as a N4M member 30
  • 31. Moms change their minds for the same reason every time… 31
  • 32. They want to be proud of their kids, too. 32
  • 33. Results: ‣ We actually got recruits in Boston! ‣ Lowered the cost of recruiting in New England ‣ Changed the Navy’s recruiting script and methods forever 33
  • 36. Content Strategy 1 2 3 4 5 6 Lorem ipsum dolor sit amet, Lorem ipsum dolor sit amet, Lorem ipsum dolor sit amet, ACTOR: Lorem ipsum sit amet, Lorem ipsum dolor sit amet, Lorem ipsum dolor sit amet, consectetuer consectetuer adipiscing elit. Fusce consectetuer adipiscing elit. Fusce consectetuer adipiscing elit. Fusce consectetuer adipiscing elit. consectetuer adipiscing elit. Fusce adipiscing elit. tristique. Cras ipsum urna, semper tristique. Cras ipsum urna, semper tristique. Cras ipsum urna, semper Fusce tristique. tristique. Cras ipsum urna, semper vitae, aliquet eget, rutrum sed, pede. vitae, aliquet eget, rutrum sed, pede. vitae, aliquet eget, rutrum sed, pede. vitae, aliquet eget, rutrum sed, pede. Morbi at sapien. Etiam cursus Morbi at sapien. Etiam cursus Morbi at sapien. Etiam cursus ACTOR: Cras ipsum urna, semper Morbi at sapien. tincidunt est. Praesent et mauris. tincidunt est. Praesent et mauris. tincidunt est. vitae, aliquet eget, rutrum Nullam sodales, nulla et facilisis Nullam sodales, nulla et facilisis sed, pede. Morbi at sapien. lobortis, libero enim posuere lacus, lobortis, libero enim posuere lacus, Praesent et mauris. Nullam sodales, Etiam cursus tincidunt est. vitae convallis sapien odio in enim. vitae convallis sapien odio in enim. nulla et facilisis lobortis, libero enim Quisque pede. Cras dui. Sed lobortis Quisque pede. Cras dui. Sed lobortis posuere lacus, vitae convallis sapien ACTOR: Praesent et mauris. Nullam leo vel velit. Aenean aliquam, lacus leo vel velit. Aenean aliquam, lacus odio in enim. sodales, nulla et facilisis 7 eu porta suscipit, magna nisi cursus eu porta suscipit, magna nisi cursus lobortis, libero enim leo, in dignissim felis felis ultrices leo, in dignissim felis felis ultrices Quisque pede. Cras dui. Sed lobortis posuere lacus, vitae Lorem ipsum urna. Pellentesque accumsan porta urna. Pellentesque accumsan porta leo vel velit. Aenean aliquam, lacus convallis odio in enim. ipsum. Aenean egestas. ipsum. Aenean egestas. eu porta suscipit, magna nisi cursus Lorem Ipsum leo, in dignissim felis felis. ACTOR: Quisque pede. Cras dui. Aliquam erat volutpat. Duis viverra, Aliquam erat volutpat. Duis viverra, Sed lobortis leo vel velit. lectus ultricies ullamcorper lectus ultricies ullamcorper Ultrices urna. Pellentesque Aenean aliquam, lacus. sollicitudin, tortor pede semper diam, sollicitudin, tortor pede semper diam, accumsan porta ipsum. Aenean eget commodo nisi sapien at ante. eget commodo nisi sapien at ante. egestas. Praesent tempus interdum dolor. Praesent tempus interdum dolor. Vivamus vitae elit non eros Vivamus vitae elit non eros elementum cursus. Pellentesque non elementum cursus. Pellentesque non augue sit amet tortor vulputate augue sit amet tortor vulputate molestie. Suspendisse nec nunc. molestie. Suspendisse nec nunc. Donec egestas condimentum Donec egestas condimentum mauris. Aliquam vestibulum erat a mauris. Aliquam vestibulum erat a dolor. Duis a sem molestie nisl dolor. Duis a sem molestie nisl iaculis mattis. Sed tempor aliquam iaculis mattis. magna. Nam vitae libero ut sem fringilla convallis. Suspendisse orci. Maecenas placerat cursus diam. Donec ante lectus, hendrerit id, 1 Longform content, whitepapers, brochures dictum vitae, condimentum et, nisl. Suspendisse quis arcu ac felis ornare commodo. Maecenas elementum nibh in odio. Nunc mattis 2 Print length, online articles ipsum vitae nunc. In mattis semper lectus. 3 Blogs, email, landing pages Pellentesque habitant morbi tristique senectus et netus et malesuada fames ac turpis egestas. Fusce tincidunt nisl vitae lectus molestie 4 TV, radio scripts lobortis. Praesent scelerisque blandit quam. Phasellus sollicitudin quam a odio. Vivamus id urna. 5 Mobile, OLA, OLM length 6 Micro-content like Twitter, Facebook status, FriendFeed, social bookmarks 7 Calls to action for buttons, links 36
  • 37. Develop an Ecosystem FLICKR FACEBOOK COMMUNITY NAVY.COM YOUTUBE MAHALO SLIDESHARE WIKIPEDIA 37
  • 39. It’s not about numbers; it’s about engagement and relationships 39
  • 40. ROI is crucial IOR is even better 40
  • 41. What’s the investment of posting to Twitter? 41
  • 42. What’s the investment of playing golf with a client? 42
  • 43. Or attending a party on behalf of the company? 43
  • 44. All are crucial. None have measurable ROI. 44
  • 45. Three Requirements for Social Media ‣ Time ‣ Bodies ‣ A champion 45
  • 46. Where’s the money? ‣ No one has a new pot of money to use for social media ‣ 10% of media budgets are now for social media in Fortune 500 companies ‣ Start by replacing your weakest media with social media for six months. ‣ See if you (or your customers) miss it. 46
  • 47. What can I do for my business? 47
  • 48. Radian6 Interface River of Source News (Live Count by stream of tweets, Engagement blogs, comments, Topic replies, ratings, Trends by etc.) Sentiment Tagcloud Trends Workflow by Media Type 48
  • 49. Types of Analytics ‣ Share of Talk ‣ In uencers ‣ Velocity and Virality ‣ Share of Voice ‣ Detractors ‣ Bounce Rate ‣ Engagement ‣ Brand Reach ‣ Conversion ‣ Participation ‣ Conversationa l Gaps ‣ Loyalty ‣ Time Spent with Brand ‣ Trends ‣ Tone ‣ Sentiment ‣ Topics ‣ ROI 49
  • 50. Gender Analysis ‣ Ambiguous screen names ‣ Fraudulent behavior ‣ Underage member ‣ Dual identities ‣ Assumed identity of parent/spouse 50
  • 51. 1 Align your efforts with your current business strategy. 51
  • 52. 2 Ensure your entire company is on LinkedIn. Consistently. 52
  • 53. 3 The Age of Free. What can you give away? 53
  • 54. 4 Don’t try to be everywhere. It’s impossible. 54
  • 55. 5 Stop viewing this as a tool or channel. It’s a relationship. 55
  • 58. Reputable Sources ‣ Mashable (mashable.com) ‣ ReadWriteWeb (readwriteweb.com) ‣ Chris Brogan (chrisbrogan.com) ‣ Copy Blogger (copyblogger.com) ‣ Social Media Explorer (socialmediaexplorer.com) 58
  • 59. Thanks, EO! Dave Linabury @Davezilla Davezilla.com Davezilla@gmail.com 59
  • 60. • Neal Boudette - Choose a medium, drive traf c to your content, delegate • Ken Cauley - manage distributed network of bloggers (GURU) • Hubert Sawyers - integrate with your brand, de ne & connect to your audience • Marisa Smith - Integrate web, Twitter, Blog, Facebook, LinkedIn • Charlie Wollborg - NEWBIES! Create the content to attract an audience 60